Superunie pushes for faster sharing of packaging data

Superunie is sounding the alarm. The purchasing organisation wants private label manufacturers to enter their packaging data into GS1 PAC as soon as possible. The new tool from GS1 Nederland is meant to put an end to the endless exchange of Excel sheets — something Superunie says is no longer workable now that legislation is changing at lightning speed.

New standard for packaging data

With GS1 PAC, manufacturers can share their packaging data digitally in one central location. “We will already be using this data for the declaration over 2025,” says Matthijs Vorage, buying director private label at Superunie. The organisation has ten members in the food sector, who collectively purchase between 70 and 90 percent of their assortment — including most private label products.
Until now, that process has been cumbersome. Manufacturers had to fill in different forms for every retailer, leading to delays and mistakes. With GS1 PAC, that’s no longer necessary. The tool uses a standard data model, which Verpact also helped design. This reduces the risk of misinterpretations and ensures that everyone works with the same definitions.

Data as a key to cost savings

The focus on packaging data is no coincidence. The Dutch government uses the waste management fee as a tool to encourage more sustainable packaging. Companies that use more sustainable materials will soon pay less. “By taking tariff differentiation into account and making sustainable choices in our packaging, we can keep our contribution to Verpact to a minimum,” says Menno Flantua, manager master data management at Superunie.
According to him, the data offers even greater benefits. It enables companies to better manage costs and sustainability efforts, while giving consumers more insight into the environmental impact of packaging.

Preparing for European regulations

GS1 PAC also makes it easier to respond quickly to new legislation. A single packaging — for instance, a glass jar used by several manufacturers — only needs to be entered once, after which each product can be linked to it. That’s convenient, because the European Packaging & Packaging Waste Regulation (PPWR) is approaching fast. “The PPWR is coming at us like a high-speed train and affects the entire chain,” says Vorage.
Superunie is now connecting its systems to GS1 PAC and urging manufacturers to upload their data as soon as possible. The first declaration with packaging data is coming up soon — and the deadline won’t wait.

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